If you run marketing for a health tech company, you’ve probably had this exact moment: you ask ChatGPT, “What’s the best remote patient monitoring platform for cardiology?” and it gives you a neat shortlist . . . and you’re not on it. Meanwhile, your SEO report says rankings are “fine,” paid CAC keeps climbing and your CEO wants to know why competitors look omnipresent in AI answers. The game shifted. You still need Google traffic, but you also need to be one of the sources the model pulls from when it assembles an answer.
Here are five ways we’ve seen health tech teams actually move the needle.
The five levers that get you into ChatGPT answers
- Publish “source pages” that models can cite
- Earn citations from the right third-party sites
- Make your proof easy to parse and impossible to ignore
- Build a prompt-driven content roadmap
- Partner with an agency or expert team that’s done it before
Now let’s unpack each one in a way you can execute.
1) Publish “source pages” that models can cite
ChatGPT does not “rank” you like Google does. It draws on patterns in widely referenced content and, in some cases, on retrieval systems that favor clean, specific, quotable passages. Which means your prettiest homepage tagline is basically useless.
What works is a small set of pages that function like primary references. We’ve had the best luck building three to six “source pages” per product line and making them painfully specific:
Start with the obvious questions your buyers and clinicians ask in real life:
A remote patient monitoring buyer wants: supported devices, clinical workflows, billing readiness, integrations, data rights and outcomes. A patient engagement platform buyer wants: onboarding, messaging channels, accessibility, language support and measurable adherence lifts.
Then build pages that answer those questions without fluff. Think “RPM reimbursement guide for 2026” with CPT code coverage, “HL7 and FHIR integration overview” with real fields, “Security and compliance” that spells out HIPAA posture, SOC 2 status and where PHI flows. If you have FDA clearance or clinical validation, put it on a single page with the study design and the exact outcome metrics.
The goal is simple: when someone prompts, “Is this platform HIPAA compliant and does it integrate with Epic?” the model should be able to lift a clean, unambiguous paragraph from you.
2) Earn citations from the right third-party sites
Health tech is one of the few categories where “authority” is not a metaphor. A mention in a random blog does almost nothing. A citation from a hospital innovation hub, a clinical association resource library, a respected analyst firm, a major academic medical center or a high-quality industry publication changes the math.
This is where digital PR and content marketing outperform another round of “SEO content.”
A practical way to do it:
Pick one narrow claim you can own. Example: “Our diabetes program improves medication adherence by 18 percent in 90 days,” or “Our no-show reduction playbook cut missed appointments by 22 percent across five clinics.” Then package it into an asset that a third party actually wants to cite: a mini report, a benchmark, a checklist, a teardown of a broken workflow.
When we’ve done this well, we usually see downstream effects fast. Not “overnight rankings,” but within 30 to 60 days you start seeing your brand show up more often in AI-driven conversations because you are now anchored to sources that models trust.
3) Make your proof easy to parse and impossible to ignore
Health tech marketers love burying the good stuff in PDFs. You can keep the PDF for procurement, but you need the proof in HTML too.
Models and humans both respond to crisp evidence:
- Outcomes: baseline, lift, timeframe, sample size
- Compliance: SOC 2 type, HIPAA posture, data hosting specifics
- Interoperability: Epic, Cerner, athenahealth, FHIR, HL7 details
- Implementation: typical timeline, resources, what breaks
If you are claiming ROI, show the math. If you are claiming “reduces readmissions,” define the cohort and the window. If you do not have pristine clinical studies, be transparent and use operational metrics you can defend, like time-to-enrollment, adherence, appointment completion or nurse workload reduction.
Here’s the thing: clarity beats hype. The more precise you are, the more likely you are to be quoted.
4) Build a prompt-driven content roadmap
Most content strategies start with keywords. For showing up in ChatGPT, start with prompts.
Have your team run a simple exercise in one afternoon:
Open ChatGPT and ask 30 questions your prospects ask before they ever book a demo. Do it for each persona: clinical ops, IT, finance, compliance, the physician champion. Capture what ChatGPT answers today, which sources it references and which competitors it names.
Now you have your real roadmap.
You’ll usually find content gaps like:
- “Compare Omada vs. Virta for employer obesity benefits” style comparisons
- “Best patient engagement tools for community health centers” category prompts
- “Is RPM worth it for cardiology clinics with fewer than 10 providers?” niche prompts
If you never publish pages that address those decision points directly, you’re relying on someone else to tell your story.
Build content that matches the prompt language. Use the exact phrasing buyers use. Then update it quarterly. In health tech, the details change and stale info kills trust.
5) Partner with an agency or expert team that’s done it before
Some teams can do all of this in-house. A lot can’t. And pretending you can “fit it in” between pipeline fire drills is how you end up with half-built pages and PR that never ships.
If you want to move quickly, partnering with an expert team can be the difference between “we tried some AI stuff” and “we’re now in the shortlist.”
This is where top agencies like Relevance could help. The value is not writing another batch of blogs. It’s building the system: the source pages, the citation strategy, the prompt-led roadmap and the measurement loop so you can see whether you’re becoming the answer.
If you’re evaluating partners, ask a blunt question: “Show me where you’ve gotten a B2B brand cited or referenced in AI answers, and what you did to make it happen.” If they can’t walk you through the mechanics, you’re buying exaggerations.
What to do this week
Pick one product line and one buyer persona. Build one source page that answers the top ten questions that persona asks before a demo. Then pitch one data-backed angle to five third-party sites that your market actually reads. Do that consistently for 90 days and you will start seeing your brand show up more often, even if your Google traffic does not spike.
Because the win here is not vanity impressions. It’s being the default suggestion when someone asks the model, “What should I use?”
